Upon reading of the September 27 passing of Don Fisher, founder of the Gap, I recalled a Saturday Night Live skit which featured Adam Sandler and David Spade in a drag portrayal of "Gap Girls" at the local mall. The two complained about their job duties which included folding sweaters and jeans.
Gap, as it is now referred, most likely has as many critics as enthusiasts. As a brand, the Gap may never dismiss its association with khaki and blue oxford button-down wearing Yuppies on Casual Fridays. Regardless, Don Fisher was a marketing and retail genius as well as generous philanthropist and supporter of the arts.
The first time I stepped into a Gap was in the Willowbrook Mall in Wayne, New Jersey. The perimeter of cubicle-shelved stacks of Levi's was a unique although not particularly inviting concept. Gap was an innovator in the global phenomenon which led to a Starbuck's on every corner. In later years, Gap carried only private label lines, peppered with occasional forays into limited edition "designer" fashion. Some feel Gap does basic best. Khaki's, jeans, cardigans, pullovers. I was a huge fan of the Audrey line a few years back. Skinny capris, shells, ballet flats evocative of a young Hepburn whose image from "Funny Face" appeared on our televisions, dancing to "Back in Black."
Back in 1969, Don Fisher had no retail experience when he opened the first Gap in his hometown of San Francisco, a shop filled with Levi's, records, and tapes. Credited with inventing the specialized retail category, he eventually expanded the company into a nearly $15 billion dollar business with over 134,000 employees and more than 3,100 stores. At first, Don envisioned a small chain of maybe 10 stores selling the casual wear which became quite popular during the 1960s and 1970s.
In the late 1960s, Fisher had leased space in a building he had bought to a Levi's salesman who opened a showroom. Purchasing jeans, he noticed a dearth of sizes and lengths. He envisioned a store which carried a wide assortment of sizes in one place. In his business plan, he noted four basic requirements for success: location (an area populated by 12-25 year olds), sufficient parking, adequate stock, and the right employees. Don and Doris opened the first Gap on San Francisco's Ocean Avenue. The store was a smashing hit. The company went public in 1973 and the stock split nine times since then. In 1972, the Gap label was launched. Retail whiz Mickey Drexler was hired in '83. The Gap acquired a small two story and catalogue company called Banana Republic. A few years later, they created Old Navy which became the first retailer to reach a billion dollars in sales in fewer than four years. Today, the company brands include online shoe purveyor Piperlime which has added an edited line of designer jeans and casual clothing and Athleta, a yoga and activewear online site. Several years back, the company launched Forth and Towne, a retail experience targeted to the 35 plus customer who grew up with but lost touch with the Gap. All stores were closed after an 18 month trial run.
Gap, with its five subdivisions, continues to be the largest speciality retailer in the U.S. Don and Doris Fisher's original concept of a small chain of casual wear shops selling jeans and music to 12-25 years olds during the Youth Quake mushroomed into a retail and cultural phenomenon.
